A while ago, I discussed how using 4:5 instead of 1:1 could be more effective for certain placements.
Well, Meta does recommend it now. Let’s discuss this…
Creative upload process
When you upload your creative, Meta recommends three aspect ratios:
Meta applies these aspect ratios to different placement groups. But the process desperately needs updating, as these groups conflict with many of Meta’s own recommendations.
Yuan’s suggestion
Facebook feed placement is one example. In Aspect Ratio Best Practices, Meta says:
Vertical 4:5 is recommended for single image ads that will be served to the ad placement Facebook feed.
There is also a useful grid that provides acceptable and recommended aspect ratios.
Meta recommends 4:5 for the following placements:
- Facebook updates
- Instagram feed
- Facebook video feed
- Instagram Explore Home Page
- Facebook in-stream video
In most cases, this works for images and videos.
Process needs to be updated
This doesn’t mean square creatives won’t work, but 4:5 will take up more space. This should help improve performance.
Of course, this highlights how confusing the current process is for uploading different aspect ratios for different placement groups. To be consistent with Meta’s actual recommendations, you’ll need to customize placements individually. This defeats the purpose of placement groups.
Side note: Although Meta puts it in the group that recommends 1.91:1, many advertisers have been using 1:1 for right column placement for some time. Well, the grid clarified that Meta actually recommends that placement be 1:1.
